The company introduced “Photos of You” last night (2 May) to allow users to capture the “who” as well as the “where” and “what” in their images, it said in a blog post.
Users can add people and brands to photos by tapping “Add People” from the share screen and typing their name or username.
A new Photos of You section now appears on users’ profiles. When a user is tagged in a photo they will receive a notification and it will appear in this section. Users can also adjust their settings to ensure nothing appears on their Photos of You tab until they approve it.
The move means brands now have more ways to engage with their users on Instagram beyond posting their own photos. They could ask users to tag the brand when they take photos at one of their sponsored festivals or when people are wearing their product, for example.